Data, analytics, these are some big words when you’re talking about an online business. Well, luckily for you, it does not have to be overwhelming because in today’s video, I am breaking down the Pinterest analytics metrics, as well as the Google analytics tips that you need to monitor your Pinterest traffic accurately, as well as any other Pinterest metrics that you are interested in. Before we dive in and don’t forget to hit the big red subscribe button, and hit the bell to be notified every single time I post a new video here on the Kordial Media, YouTube channel.
Analytics, what they do is that they take the emotion out of running your online business. They give you accurate data, they tell you as to what you should and shouldn’t do going forward in your business, and they really do help indicate how to move the needle in your business to achieve all of your online goals.
You need to choose one ultimate goal and start working towards that one ultimate goal. So let’s break down the metrics that matter for each type of goal. So the first goal would be brand awareness. This is for somebody who maybe has never used Pinterest before, who is looking to get their brand name out there, but they’re not necessarily looking for traffic and sales yet.
The metrics and Pinterest analytics that matter for brand awareness are saves comments, pin clicks, and impressions. When it comes to working towards getting organic traffic to your website, then the two metrics that matter the most are outbound clicks and click through rate. When it comes to sales, you obviously want to track traffic first, so outbound clicks are also really important for sales because without traffic, you don’t get a sale. Then the next metrics that matter are all in the conversion insights.
Goal to Prioritize
When it comes to an organic strategy on Pinterest and tracking metrics on Pinterest, I find still at this point in time that tracking traffic is still both a realistic goal and a rewarding goal as well. Organic traffic, although has been reduced over the years from Pinterest, is still a possibility to achieve today. That’s usually the goal that I focus on with the majority of my clients, unless we are running campaigns then it’s a different story.
Now that you know exactly which metrics you’re going to track based on your goals, you’re now going to pay attention to the most popular pins in the backend of your Pinterest analytics. So again, depending on which metrics you are tracking, you want to see which pins are moving the needle in your Pinterest strategy. Most popular pins can be found all the way at the bottom of your analytics. If you’re going after brand awareness, you would look at the top pins based on impressions, engagements, pin clicks and saves. However, if you are looking at top pins for traffic, then you would look at the top pins under outbound clicks. So the pins that are ranking like this are your most popular pins.
What to do With the Data
You want to double down on what’s working. If you see your popular pins are performing well for you, pay attention to what it is on a popular pin that is helping you reach your goals. Whether it be a super inspiring image or perhaps it’s the way you wrote your text overly on your graphic that’s helping you get more clicks to your site, you want to double down on what’s working and create more content similar to the one that’s already performing for you.
It’s important to analyze which types of pins in terms of format are performing well for your account too. There are three most popular pin formats, which are idea pins, video pins, and standard pins. Sometimes, video pins perform better for clients than standard pins. Other times, idea pins perform a better than video pins. It totally depends on your Pinterest audience and your content, but that is just something else to compare and to see whether or not you should double down on.
Something else to keep in mind is to compare standard pins, video pins, and idea pins. To be honest, there is only one way to create idea pins that follows the Pinterest best practices. Check out my whole idea pins tutorial video.
When it comes to video pins, you can create Reel-type videos, or video graphics. Depending on the content, one will perform better than the other. It totally depends, but that’s something else that you can compare to for your own business. When it comes to standard pins however, there are so many types of standard pins you can create. You can create quotes, you can upload regular beautiful, inspiring images, you can upload image graphics with text overlay, and you can upload collages.
Build a Strategy
By the way, Pinterest analytics is only one of the many moving parts when it comes to building your Pinterest strategy. So I invite you to go in the description box below, download my expert’s guide to building a Pinterest strategy because it’s a guide that will walk you through every single step that you need to take in order to build a traffic strategy that’s personalized to you. There’s also a video that accompanies, that guide, that will also help explain every single step of building a strategy for Pinterest.
I explained Pinterest analytics in quite a bit of depth, but I didn’t touch upon Google analytics just yet. The reason why I like to also check Google analytics is because Pinterest and Google are two search engines that do work together. Comparing the metrics from both Google analytics and Pinterest analytics will always help reinforce your decisions as to how to move the needle in your business based on the data. Something to note is that I track Google analytics for traffic, so if your goal is brand awareness, then this section is not relevant to you. The two things that I like to compare in Google analytics are the most popular pages on your website, and the direct Pinterest traffic.
The most popular pages on your website are telling sign that your audience resonates with a certain type of content or product. That’s a clear indication for you to double down on that blog post or product. When it comes to tracking the direct Pinterest traffic, I like to compare the users that land on your site that Google records versus the outbound clicks that Pinterest records. Normally, there is a large discrepancy because Pinterest will track anybody who clicks the “visit” button on a pin. However, if the site doesn’t load completely, Google Analytics doesn’t track that user on your site. At the end of the day, Google Analytics is more accurate than the Pinterest analytics when it comes to traffic.
How Frequently you Should be Checking your Analytics
You might be wondering how frequently you should be checking your analytics. And honestly, I check my about once a month for all of my clients, but you can check as little as once every three months. The reason why I check monthly is because if traffic is down one month, I like to try and rearrange the strategy to boost it the following months.
There’s a trend throughout the year where quarter one, the traffic is at its highest on everybody’s website, and then it just drops off throughout the year after that. By quarter four, it’s usually the lowest. You can increase your traffic in quarter four if your content is like really good, but there’s a lot more competition.